©2019 Lauren Crain. Created with lots of love.

SOCIAL MEDIA ADS

The following ads were made with specific campaigns in mind. They were promoted over social media, and you can view the social media metrics to see how they performed.

 

STDCHECK.COM ADS

STDcheck.com is a site that provides STD testing to the public through an online ordering and results system. I also worked with them on their blog content, site content, social ad strategy, and brand strategy.

 

SEASONAL ADS

The purpose of these ads was to capitalize on the season, so they reflect general concepts and seasonal trends. Each of these ran for a few months. They were targeted at cold audiences whose interested included things surrounding sexual health. They were used as more of an awareness campaign than they were for conversions.

 

RESULTS

Below you can see the results achieved from the seasonal ads for Halloween, Winter Holidays, and Valentine's Day.
The ads were targeting cold audiences as well as retargeting visitors who had not converted. The landing pages were high-converting blog posts. 
The ads resulted in purchases with a high ROAS. Additionally, the projected CPR was $150, with a goal to be below $100. The average CPR for the seasonal ads was $32.98, exceedingly far below the projected CPR.

 

RETARGETING, LOCATION-BASED ADS

These ads retargeted website visitors but segmented them based on the ten highest-converting cities. For each city, an individual ad was made which combined witty copy with location-specific attributes.

I created the copy and concept for all of these ads, but the style consistency was created by an external company. Some of the locations have multiple ads. This was to utilize Facebook's Ad optimizing tool, which allows you to add multiple assets and content, then Facebook automatically pairs copy with images that perform the best.

 

RESULTS

Below you can see the results of the implemented location-based ads. These ads retargeted audiences in specific locations with location-specific jargon, and they led to a landing page with statistics for the specific city's STD rates.


The CPR was expected to be $150, and most of the ads achieved that goal. The ads were fairly young, none older than 2 months, and a few just barely out of the Learning Phase, so it's projected that they will continue to optimize and improve. The Atlanta ad and the Houston ad weren't performing well when I left the company. In order to help them remedy that, I provided alternative assets for the ads and alternative copy. I also told them that they may have to change the copy of the ads themselves, since they may not be resonating with the target location's audience. 

 

RETARGETING ADS

These ads were retargeted at site visitors who had visited the site but had not converted. They were designed to increase the brand's credibility by promoting the 4 aspects of the brand's service that drew the most people in a humorous and approachable way: Convenience, Ease of Use, Quickness, and Confidentiality.

 

RESULTS

The ads above were created with specific landing pages in mind. Because the landing pages had yet to be created by the time I ended my professional relationship with the company, I was unable to obtain results information. These ads were to be targeted towards warm audiences, to provide value-boosting information about the company.

 

HEALTHLABS.COM ADS

HealthLabs.com is an online service that provides access to in-person lab testing. and online results. 

I also worked with them on their branding strategy and My Account Redesign.

 

HEALTHLABS BEHAVIOR-SPECIFIC ADS

These ads were targeted towards website visitors that visited specific sections of the website. Because the website serves so many different groups of people with different goals, it was necessary to create targeted ads that appealed to each visitor individually.

 

RESULTS

Below are the results from HealthLabs retargeting ads. The ads led to landing pages for the specific test they were targeting.

The results below were good. The projected CPR varied, depending on the tests targeted, but it was typically around $50. The majority of the CPRs were $50 or under, except for those still in the initial Learning Phase. Additionally, ads were young with none over 2 months old. 

This was the first ad campaign for this brand, and so it was really an experiment to see how retargeted ads would perform before really making a strategy and funneling users down the sales path.


 

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